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UNIVERSUM STUDENT SURVEY 2013 University Report | Middle East EditionAmerican University of Beirut | Business/Commerce
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About Universum
2013 | Middle East | Students | Business/Commerce
With over 25 years of experience researching the field of employer branding, Universum is a recognised world leader with tried and tested frameworks.
Universum annually conducts quantitative and qualitative research with over 400.000 talented individuals to gather insights into their career preferences, communication habits and their perception of potential employers.
For our clients around the world, Universum is a trusted partner providing solutions and services to develop, improve and implement tailored employer branding strategies.
Universum is the thought leader in employer branding, with local experts in research, consulting and communication solutions, offering high-quality insights.
Universum’s unique global reach ensures the comparability of research results across markets. We partner with more than 1.700 of the top academic institutions in the world.
Universum employs smart, friendly and professional experts and consultants, who work with our clients in long-term partnerships.
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Our clients and media partners
2013 | Middle East | Students | Business/Commerce
Some of the world’s most attractive employers
Some of the world’s most trusted publishers
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What we cover in the report
2013 | Middle East | Students | Business/Commerce
6. APPENDIXAdditional data on topics covered in previous sections.
5. SUMMARYA summary of the core findings of the report. These slides can be shared with key stakeholders within the university as well as with external partners to provide a quick, visual overview of the career profile of your students.
4. UNIVERSITY PERCEPTION Get feedback from your students on their satisfaction with various aspects of their studies, benchmarking the results against the total group. The data illustrates what students find unique about their current university.
1. KEY BACKGROUND DATAAn overview of the groups covered in this report and presents key background information about the samples.
2. CAREER PREFERENCESFind out the career preferences of your students in comparison to the total group. You will also see some trends that have developed over time. This information illustrates what separates your students from those at other universities and in which aspects their educational background from American University of Beirut has made them unique.
3. EMPLOYER PREFERENCESUnderstand the employer preferences of your students in comparison to the total group. The data suggests which employers your students would like to meet on campus, or alternatively which employers have been most successful in becoming attractive towards your students over the years.
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Table of contents
2013 | Middle East | Students | Business/Commerce
EMPLOYER PREFERENCES
CAREER PREFERENCES
KEY BACKGROUND DATAAPPENDIX
SUMMARY
UNIVERSITY PERCEPTION
KEY BACKGROUND DATAAn overview of the groups covered in this report and presents key background information about the samples.
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University reports can be based on the total number of respondents from all main fields of study, or may be specific to a main field of study. This particular report is specific to: Business/Commerce.
Groups in this report
2013 | Middle East | Students | Business/Commerce
Global
1 053
Field period: April to August 2013
Your university
Middle East
The comparisons in this report are based on: Business/Commerce
Participating students from your university. Throughout the report, this group is referred to as ”American University of Beirut”.
Participating students from 12 educational institutions in Middle East. Throughout the report, this group is referred to as “All universities”.
Students participate annually in Universum’s global career research. 400 000+
182
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About the Universum Student Survey and the target group
2013 | Middle East | Students | Business/Commerce
THE QUESTIONNAIRE Created based on 25 years of experience,
extensive research within HR, focus groups and communication with both our clients and students.
Global perspective - local insight.
FIELD PERIODApril to August 2013
DATA COLLECTIONConducted via an exclusive survey, distributed via university contacts, the Universum Panel and local partners.
STATISTICAL ANALYSISIn order to provide our clients with reliable data we set targets per main field of study and educational institution to reflect the actual distribution of students. Weighting is used to compensate for discrepancies from the targets.
METHODOLOGY
70%30%
12Educational institutions
1 053all business/commerce students in the survey
THIS REPORT
Total number ofrespondents in the survey 4 085
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• What is the highest academic degree you are currently pursuing?
Degree
2013 | Middle East | Students | Business/Commerce
91%
8%
1%
1%
91%
5%
1%
3%
Bachelor's
Master's (non-MBA)
PhD
Other
American University of Beirut
All universities
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• What is your major(s)/main area(s) of study?
Areas of study | Business
2013 | Middle East | Students | Business/Commerce
Area of studyAmerican
University of Beirut
All universities
Finance 39% 25%Business Administration 27% 26%Marketing 20% 18%Accounting/Auditing/Taxation 18% 23%Economics 16% 19%Management 15% 20%Human Resources Management 10% 16%Entrepreneurship 9% 5%Information Management 4% 8%
10
43%
Target group | Students’ characteristics
2013 | Middle East | Students | Business/Commerce
Average academic performance:
Year of graduation:
Average age (years):
19,7
out of 10
Average age (years):
21,9
57% 7,8 70% 30% Average academic performance:
out of 10
7,6
All universitiesAmerican University of Beirut
Year of graduation:
1%8%
36%44%
11%
20172016201520142013
1%3%11%
22%28%35%
2018 orlater
20172016201520142013
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Table of contents
2013 | Middle East | Students | Business/Commerce
CAREER PREFERENCESFind out the career preferences of your students in comparison to the total group. You will also see some trends that have developed over time. This information illustrates what separates your students from those at other universities and in which aspects their educational background from American University of Beirut has made them unique.
EMPLOYER PREFERENCES
CAREER PREFERENCES
KEY BACKGROUND DATAAPPENDIX
SUMMARY
UNIVERSITY PERCEPTION
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• What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation?
Expected monthly salary
2013 | Middle East | Students | Business/Commerce
1 6861 244 EURTotal
EUR
All universitiesAmerican University of Beirut
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• What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation?• What is your gender?
Expected monthly salary
2013 | Middle East | Students | Business/Commerce
American University of Beirut
EUR1 159
1 365 EUR
Female
Male
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• What is your expected salary before taxes (excluding commission and bonus) at your first employment after graduation?• What is your gender?
Expected monthly salary
2013 | Middle East | Students | Business/Commerce
All universities
EUR1 405
1 828 EUR
Female
Male
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• Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives.
Career goals
2013 | Middle East | Students | Business/Commerce
45%
44%
43%
36%
36%
30%
26%
12%
9%
45%
41%
42%
40%
30%
25%
30%
14%
11%
To be entrepreneurial or creative/innovative
To have an international career
To have work/life balance
To be a leader or manager of people
To be competitively or intellectually challenged
To be dedicated to a cause or to feel that I am serving agreater good
To be secure or stable in my job
To be autonomous or independent
To be a technical or functional expert American University of Beirut
All universities
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• This framework has been developed by Universum and is based on specific research within HR, as well as focus groups and general communication with both our clients and students.
The Universum Drivers of Employer Attractiveness
2013 | Middle East | Students | Business/Commerce
The contents and demands of the job, including the learning opportunities provided by the job• Challenging work• Client interaction• Control over my number of working hours• Flexible working conditions• High level of responsibility• Opportunities for international travel/relocation• Professional training and development• Secure employment• Team-oriented work• Variety of assignments
The monetary compensation and other benefits, now and in the future • Clear path for advancement• Competitive base salary• Competitive benefits• Good reference for future career• High future earnings• Leadership opportunities• Overtime pay/compensation• Performance-related bonus• Rapid promotion• Sponsorship of future education
The attributes of the employer as an organisation• Attractive/exciting products and services• Corporate Social Responsibility• Environmental sustainability• Ethical standards• Fast-growing/entrepreneurial• Financial strength• Innovation• Inspiring management• Market success• Prestige
EMPLOYER REPUTATION & IMAGE JOB CHARACTERISTICS
REMUNERATION & ADVANCEMENT OPPORTUNITIES
The social environment and attributes of the workplace• A creative and dynamic work environment• A friendly work environment• Acceptance towards minorities• Enabling me to integrate personal interests in my schedule• Interaction with international clients and colleagues• Leaders who will support my development• Recognising performance (meritocracy)• Recruiting only the best talent• Respect for its people• Support for gender equality
PEOPLE & CULTURE
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• How would you rate the relative importance of these aspects when choosing your Ideal Employer? Please divide 100 points between the alternatives in accordance with importance.
• Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.
• This table shows the most attractive of the 40 attributes, taking into account the overall importance of the driver categories to the students. This analysis gives a summarised 360 degree view of what influences employer attractiveness.
Students’ top 10 preferences
2013 | Middle East | Students | Business/Commerce
Professional training and development1. Professional training and development
A creative and dynamic work environment2. A creative and dynamic work environment
Leaders who will support my development3. Leaders who will support my development
High future earnings4. High future earnings
Leadership opportunities5. Leadership opportunities
Market success6. Market success
Respect for its people7. Respect for its people
Opportunities for international travel/relocation8. Opportunities for international travel/relocation
Innovation9. Innovation
Recognising performance (meritocracy)10. Recognising performance (meritocracy)
A friendly work environment1. A friendly work environment
Professional training and development2. Professional training and development
Respect for its people3. Respect for its people
A creative and dynamic work environment4. A creative and dynamic work environment
Leaders who will support my development5. Leaders who will support my development
Leadership opportunities6. Leadership opportunities
Good reference for future career7. Good reference for future career
Innovation8. Innovation
Market success9. Market success
Secure employment10. Secure employment
All universitiesAmerican University of Beirut
Employer Reputation & Image
People & Culture
Job Characteristics
Remuneration & Advancement Opportunities
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Table of contents
2013 | Middle East | Students | Business/Commerce
EMPLOYER PREFERENCESUnderstand the employer preferences of your students in comparison to the total group. The data suggests which employers your students would like to meet on campus, or alternatively which employers have been most successful in becoming attractive towards your students over the years.
EMPLOYER PREFERENCES
CAREER PREFERENCES
KEY BACKGROUND DATAAPPENDIX
SUMMARY
UNIVERSITY PERCEPTION
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• In which industry would you ideally want to work when choosing your first employment after graduation? Please select a maximum of three alternatives.
Most preferred industries
2013 | Middle East | Students | Business/Commerce
45%
30%
30%
25%
18%
14%
11%
10%
10%
8%
35%
41%
16%
26%
12%
6%
7%
14%
7%
3%
Management and Strategy Consulting
Banks
Media and Advertising
Auditing and Accounting
Fashion, Accessories and Luxury Goods
Fast Moving Consumer Goods
Non-Governmental Organisations(NGOs)/Non-Profit Organisations (NPOs)
Public Sector and Governmental Agencies
Real Estate
Transportation and LogisticsAmerican University of Beirut
All universities
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• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
Ideal Employer Ranking | Top 20
2013 | Middle East | Students | Business/Commerce
American University of Beirut | Business/Commerce
Employer Rank Percent Employer Rank Percent
Google 1 31,21% The Coca-Cola Company 11 13,38%Ernst & Young 2 26,75% J.P. Morgan 12 12,10%Booz & Company 3 23,57% HSBC 13 11,46%Nestlé 4 21,66% L'Oréal 13 11,46%Procter & Gamble 5 20,38% Unilever 15 8,28%Deloitte 6 19,75% Azadea Group 16 7,64%McKinsey & Company 7 18,47% Microsoft 17 7,01%The Boston Consulting Group 8 14,65% PepsiCo 17 7,01%Johnson & Johnson 9 14,01% Bain & Company 19 5,73%PwC 9 14,01% BLOM Bank 19 5,73%
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• Please select five employers from the list below for which you would most like to work - your five Ideal Employers• Have you or will you apply to these employers?
Potential Applicants’ Ranking | Top 10
2013 | Middle East | Students | Business/Commerce
American University of Beirut | Business/Commerce
Employer Rank Percent
Ernst & Young 1 7,42%Deloitte 2 7,14%Booz & Company 3 5,49%Google 4 5,22%Nestlé 4 5,22%Procter & Gamble 4 5,22%McKinsey & Company 7 4,40%The Boston Consulting Group 8 4,12%L'Oréal 9 3,85%HSBC 10 3,57%
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• Through which channels have you learnt about these employers? Please select as many alternatives as applicable.
Actual communication channels | Top 10
2013 | Middle East | Students | Business/Commerce
54%
40%
37%
26%
23%
20%
20%
19%
18%
15%
39%
37%
41%
23%
28%
29%
28%
27%
25%
19%
Career fairs
Employer websites
Social networks/communities
Employer presentations on campus
University press & student organisation publications
TV advertisements
Professional networks/communities
Lectures/case studies as part of curriculum
Advertisements in business magazines
Recruitment brochuresAmerican University of Beirut
All universities
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Table of contents
2013 | Middle East | Students | Business/Commerce
UNIVERSITY PERCEPTIONGet feedback from your students on their satisfaction with various aspects of their studies, benchmarking the results against the total group. The data illustrates what students find unique about their current university.
EMPLOYER PREFERENCES
CAREER PREFERENCES
KEY BACKGROUND DATAAPPENDIX
SUMMARY
UNIVERSITY PERCEPTION
24
• Have you used the career services office at your college or university?
Career Services | Usage
2013 | Middle East | Students | Business/Commerce
Yes No Yes No
All universitiesAmerican University of Beirut
60%
40%
59%
41%
25
• How would you rate the career services offered at your college or university?
Career Services | Feedback
2013 | Middle East | Students | Business/Commerce
POOR
Average satisfaction:
American University of Beirut
All universities
7,1
6,7
EXCELLENT
American University of Beirut
All universities
7%
12%
27%28%
8%
10%
3%3%
2%
11%12%
20%
13%13%
12%
7%
5%3%
3%
10987654321
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• Which of these career services are most important to you?
Career Services | Importance
2013 | Middle East | Students | Business/Commerce
American University of Beirut
On campus events
Online
Personal counselling
68%
44%
42%
35%
31%
25%
15%
14%
12%
Career / job / internship fairs
Personality or skills testing to better understand my careerdirection
Company database with job and internship postings
General help with job/internship search and CV/interviewpreparation
Help with my career exploration and goals
Workshops (eg. resume writing, interviewing)
Online career advising
Employer presentations
Virtual career fairs/meet-ups with employers
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• Which of these career services are most important to you?
Career Services | Importance
2013 | Middle East | Students | Business/Commerce
All universities
On campus events
Online
Personal counselling
55%
41%
36%
33%
30%
29%
29%
20%
19%
Career / job / internship fairs
Personality or skills testing to better understand my careerdirection
Company database with job and internship postings
General help with job/internship search and CV/interviewpreparation
Help with my career exploration and goals
Online career advising
Workshops (eg. resume writing, interviewing)
Virtual career fairs/meet-ups with employers
Employer presentations
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Which of the following were the most integral factors in choosing your college or university?
Factors affecting university choice
2013 | Middle East | Students | Business/Commerce
77%
70%
67%
40%
39%
37%
32%
28%
17%
16%
9%
3%
60%
44%
57%
38%
41%
35%
30%
24%
23%
31%
33%
4%
Prospects for future employment
Prestige/reputation
Learning environment and educational facilities
Advice from family
Social environment and recreational activities
Opportunities for international travel and study abroad
Advice from current students and/or alumni
Proximity to home/family
Offered me a scholarship or financial aid
Costs (e.g. tuition, living expenses, accommodation etc.)
Offered a specific program or field of study
OtherAmerican University of Beirut
All universities
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• If you could begin your studies again at any college or university, which would you choose?
If students could begin their studies again | Preferred universities
2013 | Middle East | Students | Business/Commerce
American University of Beirut
University Rank Percent
Foreign college or university 1 37%Lebanese American University 2 2%
40%would choose another university. The most
preferred are presented in the table.
60%of your students would
choose American University of Beirut
if they made the choice again.
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• If you could begin your studies again at any college or university, which would you choose?
If students could begin their studies again | Current college or university
2013 | Middle East | Students | Business/Commerce
The table presents universities with the highest percentage of their students selecting “Current college or university” in this question
79%
60%
54%
44%
43%
40%
39%
9%
King Fahd University of Petroleum & Minerals
American University of Beirut
Lebanese American University
American University of Cairo
King Saud University
American University of Kuwait
Arab Open University Kuwait
Other
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• Which attributes do you perceive as the most attractive?
Most attractive university attributes
2013 | Middle East | Students | Business/Commerce
55%
54%
48%
24%
22%
19%
14%
14%
11%
7%
7%
46%
39%
45%
23%
28%
23%
16%
15%
15%
13%
9%
Good reputation among employers
High employment among graduates
Provides the skills and knowledge for which employersare looking
Interesting courses
Inspiring professors/lecturers
Opportunities for international study/experience
Good contacts with the employers in my field
Top quality of service facilities (e.g. libraries, dorms,fitness facilities)
Organises a variety of social activities for students
Appropriate ratio of students per professor/lecturer
Practical curriculumAmerican University of Beirut
All universities
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• Please write the first word that comes to mind when thinking of your college or university.
Top of mind association
2013 | Middle East | Students | Business/Commerce
American University of Beirut
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• Based on your experiences, how likely would you be to recommend your college or university to a friend or family member?
University recommendations
2013 | Middle East | Students | Business/Commerce
VERYUNLIKELY
American University of Beirut
All universities
8,3
7,6
Average score:
American University of Beirut
All universities
VERY LIKELY
22%
27%
31%
7%7%
4%
1%1%
25%
18%19%
11%9%
7%5%
3%3%
1098765431
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Table of contents
2013 | Middle East | Students | Business/Commerce
SUMMARYA summary of the core findings of the report. These slides can be shared with key stakeholders within the university as well as with external partners to provide a quick, visual overview of the career profile of your students.
EMPLOYER PREFERENCES
CAREER PREFERENCES
KEY BACKGROUND DATAAPPENDIX
SUMMARY
UNIVERSITY PERCEPTION
35
43%
This is an extract from a University Report based on the results of Universum Student Survey 2013. Please visit www.universumglobal.com for more information about Universum and our global research.
Quick facts about student’s career preferences
2013 | Middle East | Students | Business/Commerce
Average age (years):
19,7
57%
American University of Beirut
Top 3 most used communication channels:• Career fairs• Employer websites• Social networks/communities
Top 3 industries:• Management and Strategy Consulting• Banks• Media and Advertising
Top 5 most attractive attributes:• Professional training and development (Job
Characteristics)• A creative and dynamic work environment
(People & Culture)• Leaders who will support my development
(People & Culture)• High future earnings (Remuneration &
Advancement Opportunities)• Leadership opportunities (Remuneration &
Advancement Opportunities)
1 244 EUR
Top 3 career goals:• To be entrepreneurial or creative/innovative• To have an international career• To have work/life balance
Top 3 career profiles:• Leader• Entrepreneur• Idealist
Average expected monthly salary:
36
This is an extract from a University Report based on the results of Universum Student Survey 2013. Please visit www.universumglobal.com for more information about Universum and our global research.
Quick facts about student’s career preferences
2013 | Middle East | Students | Business/Commerce
Average age (years):
21,9
All universities
Top 3 most used communication channels:• Social networks/communities• Career fairs• Employer websites
Top 3 industries:• Banks• Management and Strategy Consulting• Auditing and Accounting
Top 5 most attractive attributes:• A friendly work environment (People & Culture)• Professional training and development (Job
Characteristics)• Respect for its people (People & Culture)• A creative and dynamic work environment
(People & Culture)• Leaders who will support my development
(People & Culture)
1 686 EURAverage expected monthly salary:
Top 3 career goals:• To be entrepreneurial or creative/innovative• To have work/life balance• To have an international career
30% 70%
Top 3 career profiles:• Leader• Entrepreneur• Idealist
37
Table of contents
2013 | Middle East | Students | Business/Commerce
APPENDIXAdditional data on topics covered in previous sections.
EMPLOYER PREFERENCES
CAREER PREFERENCES
KEY BACKGROUND DATAAPPENDIX
SUMMARY
UNIVERSITY PERCEPTION
38
2013 | Middle East | Students | Business/Commerce
APPENDIX
RESEARCH BACKGROUND QUESTIONS
PREFERRED EMPLOYERS
CAREER PROFILES
39
• Which educational institution do you attend? The group “All universities” is represented by the sample of students from these universities with the respective number of respondents in percentages covered in this report . These respondent percentages are weighted according to the actual population of students at these universities.
All universities (1/1)
2013 | Middle East | Students | Business/Commerce
University Total University Total
King Saud University 37,11% King Fahd University of Petroleum & Minerals 2,89%Arab Open University Kuwait 12,73% University of Qatar 2,78%Lebanese American University 10,91% College of the North Atlantic, Qatar 2,36%American University of Cairo 10,76% Arab Open University Saudi Arabia 2,29%American University of Beirut 5,82% King Abdulaziz University 1,99%German University in Cairo 4,01% Other 3,14%American University of Kuwait 3,23%
40
2013 | Middle East | Students | Business/Commerce
APPENDIX
RESEARCH BACKGROUND QUESTIONS
PREFERRED EMPLOYERS
CAREER PROFILES
41
• Please select five employers from the list below for which you would most like to work - your five Ideal Employers
Ideal Employer Ranking | Top 10
1. Google (31,21%)
2. Ernst & Young (26,75%)
3. Booz & Company (23,57%)
4. Nestlé (21,66%)
5. Procter & Gamble (20,38%)
6. Deloitte (19,75%)
7. McKinsey & Company (18,47%)
8. The Boston Consulting Group (14,65%)
9. Johnson & Johnson (14,01%)
9. PwC (14,01%)
1. Google (32,01%)
2. Saudi Aramco (22,81%)
3. SABIC (13,85%)
4. Microsoft (11,61%)
5. Procter & Gamble (11,56%)
6. Zain (9,20%)
7. Ernst & Young (8,98%)
8. KPMG (8,64%)
9. HSBC (7,68%)
10. Nestlé (7,61%)
2013 | Middle East | Students | Business/Commerce
All universities | Business/Commerce American University of Beirut | Business/Commerce
42
2013 | Middle East | Students | Business/Commerce
APPENDIX
RESEARCH BACKGROUND QUESTIONS
DRIVERS OF EMPLOYER ATTRACTIVENESS
PREFERRED EMPLOYERS
CAREER PROFILES
43
• The Universum Career Profiles are based on the attributes that students select as most important.
Universum Career Profiles
2013 | Middle East | Students | Business/Commerce
LEADER: A student who has an inspiring attitude and searches for jobs where he/she can apply and further develop his/her leadership skills. This student is not afraid of making decisions and taking responsibility.
INTERNATIONALIST: A student who is open-minded and prefers international surroundings. This type of student enjoys meeting new people, travelling and working abroad.
IDEALIST: A student who pursues ethical and sustainable principles and values. This student is strongly attracted to employers whose mission and vision are in line with his/her own principles and standards.
HUNTER: A student who focuses on monetary aspects. This student chases financially lucrative and competitive jobs.
CAREERIST: A student who continuously wants to develop. This type of student wants to follow a promising career path within a prestigious and meritocratic environment.
ENTREPRENEUR: A student who appreciates working in an evolving environment, in which he/she can solve changing and challenging problems.
HARMONISER: A student who prefers a stable work environment that is characterised by a respectful and balanced management philosophy.
44
• Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives. • The Universum Career Profiles are based on the attributes that students selected as attractive for their first employer. See more details in Appendix.
Universum Career Profiles
2013 | Middle East | Students | Business/Commerce
American University of Beirut
All universities
45
Universum Career Profiles 1/2
2013 | Middle East | Students | Business/Commerce
HARMONISER• Respect for its people (2)• Enabling me to integrate personal
interests in my schedule (3)• Team-oriented work (1)
• Secure employment (2)• Control over my number of working hours (3)• Flexible working conditions (3)• Overtime pay/compensation (1)
The Universum Career Profiles are based on the Universum Drivers of Employer Attractiveness. Different attribute selections produce different Career Profiles. To match a certain profile, a minimum amount of points must be reached.
CAREERIST• Prestige (3)• Recruiting only the best talent (3)• Clear path for advancement (3)• Market success (1)• Professional training and development (1)
• Sponsorship of future education (2)• Rapid promotion (3)• Recognizing performance (meritocracy) (2)• Good reference for future career (3)
ENTREPRENEUR• Fast-growing/entrepreneurial (3)• A creative and dynamic work
environment (3)• Challenging work (1)
• Variety of assignments (1)• Innovation (2)• Attractive/exciting products and services (1)
6 out of 11 points
7 out of 15 points
12 out of 21 points
46
Universum Career Profiles 2/2
2013 | Middle East | Students | Business/Commerce
INTERNATIONALIST• Opportunities for international
travel/relocation (3)• Interaction with international clients and
colleagues (3)
HUNTER• Competitive base salary (3)• High future earnings (3)• Performance-related bonus (2)
• Competitive benefits (1)• Client interaction (1)• Financial strength (1)
IDEALIST• A friendly work environment (1)• Ethical standards (3)• Corporate Social Responsibility (3)
• Environmental sustainability (3)• Support for gender equality (2)• Acceptance towards minorities (2)
6 out of 14 points
6 out of 6 points
6 out of 11 points
LEADER• Leadership opportunities (3)• Leaders who will support my
development (3)
• High level of responsibility (2)• Inspiring management (2)
5 out of 10 points
Are your activities effectively building a strong brand? Are you satisfied with how you are perceived internally and externally?
OUR APPROACH TO STRATEGIC BRANDING OF HIGHER EDUCATION INSTITUTIONS
Introduction and background
What is important and relevant to your target groups? What makes a college/university attractive? How are you currently perceived by different target groups?
What impressions do current students, employees and/or employer partners have? What are the perceived strengths and weaknesses?
How can you improve your university website and other marketing material (ads, brochures, posters, etc)? Is your intended message being communicated effectively?
What should you emphasize in the communication to maximize its effectiveness? What do you need to reposition to create a desired image of your college/university?
How should you communicate the university/college offering to different target groups? What channels and which approaches are most effective for each group?
Introduction and background
INFLUENCE YOUR BRAND IN THE RIGHT DIRECTION
ALL HIGHER EDUCATION INSTITUTIONS HAVE A BRAND.
Even if higher education institutions don’t actively control the brand, it exists and influences the opinions, actions and decisions of different groups.
THE BRAND HAS AN INTERNAL AND EXTERNAL PERSPECTIVE.
Not only does a strong brand help attract future students, employees and/or partners, it also creates an internal identity, which increases loyalty, engagement as well as cultivates brand ambassadors.
THE CORE OF THE BRAND IS THE UVP.
To influence the brand, universities/colleges need a Unified Value Proposition (UVP) that is attractive, true, credible, distinct and sustainable.
AN EFFECTIVE STRATEGY NEEDS A SOLID FOUNDATION.
It is important that the UVP is developed using in-depth research about the relevant target groups, in order to create a compelling, sustainable and effective brand.
UVP
WWW.UNIVERSUMGLOBAL.COM
Julie Giraud-Avril, EMEA Senior University Relations [email protected]
+33 1 82 00 97 46
TACK SÅ MYCKET !